Introduction Play #1 Play #2 Play #3 Play #4 Play #5 From: To: Growth potential:* A focus on financial A focus on sustainable growth through more likely to achieve value while meeting solving unmet needs: providing customer, 26% the highest levels of existing needs social, environmental and employee value market share growth more likely to achieve 24% the highest levels of As people are rethinking their sense of purpose, they expect businesses to align with their customer lifetime value 8 values and address the bigger problems they see in their lives and the world at large. Companies that take a narrow view of their role in society and the marketplace miss the opportunity to provide solutions to unmet needs—and reap the resulting profits. Those that don’t broaden their mission around social, environmental, economic and other values put their relevance at risk. In this new world, how you meet these needs is just as important as meeting them. As people—both in business and in their personal lives—come to grips with the finite amount of resources on earth, the innovators who can turn scarcity into abundance through technology and ingenuity will win the growth battle. * Based on our analysis of survey data from companies in our study that our model determined were focused on this play. The life centricity playbook 13